Associate Creative Director
88% of women in the Middle East believe that sports are not meant for them.
This insight inspired our campaign for the latest chapter of adidas’ Impossible Is Nothing journey. The brand’s essence is driven by their spirit of rebellious optimism, and this season, they focus this attitude so all women can make “their impossible” possible in sport and beyond.
Since their belief is that all women should be celebrated and their stories to be spotlighted and shared, the “I’m Possible” Billboards allowed us to leverage adidas’ platforms in the best way possible.
With this powerful user-generated campaign, we called upon every woman in the city of Dubai to become the faces of a movement to inspire the whole region to change the perception of sports. Through social media, we invited them to share photos of what sports mean to them along with their story of turning impossible into I’m Possible every day.
The participation was incredible, with more than 100 billboards across Dubai, over 240M in total reach and 25 countries joining the conversation.
As Adidas looks to 2022, and as part of the next chapter of Impossible is Nothing, the brand is focused on making its biggest ever commitment to women in sport, and beyond. This season, Adidas aims to accelerate its mission to create real, lasting change for women, delivered through major new product innovations, enhanced support for established and emerging athletes, and new grassroots programs.
Agency: Havas Middle East
Client: Adidas
Executive Creative Director: Joao Medeiros
General Manager: Fabio Silveira
Creative Directors: Anshuman Bhattacharya, Serena Abiaad
Senior Art Directors: Michele De Iuliis, Irina Siraeva
Senior Copywriter: Anshuman Bhattacharya
Arabic Copywriter: Nagat Idris